The influence of experiential marketing on customer satisfaction : 以法系家樂福與美系好市 多量販店為例 / 洪婉玲 撰 .- 彰
洪婉玲、莊銘國
E-mail: 347905@mail.dyu.edu.tw
ABSTRACT
Recently, the competition among physical channels is getting more and more fiercely, so that the existing of hypermarkets is affected.
The important goal for hypermarkets is how to use marketing approaches raising the competition of hypermarkets and attracting consumers. The direction of this study is experiential marketing, through the affections of experiential marketing of consumers to discuss customer satisfaction, in order to provide a resourceful reference for hypermarkets. The survey sample in this study was the consumers of Carrefour and Costco in Taiwan, and collected the survey sample by the questionnaire survey on the Internet. The survey was started in June, 2011 and final collections were made on August 20th, 2011. The questionnaire survey of this study was amonut to the sample of 581 participants, which included with 513 valid samples, and 88.3% of response rate was generated. The data of the study was analyzed by SPSS statistically. The valuable finding from the survey results are as follows: 1. The better experiential marketing has a positive effect on increasing customer satisfaction. 2. Sense experience directly and positively influences customer satisfaction. 3. Think experience directly and positively influences customer satisfaction. 4. Relate experience directly and positively influences customer satisfaction.
Keywords : hypermarkets、experiential marketing、customer satisfaction Table of Contents
內容目錄．．．．．．．．．．．．．．．．．．．．．． ii 表目錄．．．．．．．．．．．．．．．．．．．．．．． iv 圖目錄．．．．．．．．．．．．．．．．．．．．．．． vi 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．． 3 第三節 研究對象與範圍．．．．．．．．．．．．．．． 3 第四節 研究流程．．．．．．．．．．．．．．． 4 第二章 文獻探討．．．．．．．．．．．．．．．．． 6 第一節 個案公司簡介．．．．．．．．．．．．．． 6 第二節 體驗行銷．．．．．．．．．．．．．．． 11 第三節 顧客滿意度．．．．．．．．．．．．．．． 16 第三章 研究方法．．．．．．．．．．．．．．．．． 22 第一節 研究架構．．．．．．．．．．．．．．． 22 第二節 研究假設．．．．．．．．．．．．．．． 23 第三節 研究變數的操作性定義與衡量．．．．．．．．． 23 第四節 問卷設計與抽樣 ．．．．．．．．．．．．．． 27 第五節 資料分析方法 ．．．．．．．．．．．．．． 28
第四章 研究結果與分析．．．．．．．．．．．．．．．．． 30 第一節 樣本基本資料分析．．．．．．．．．．．．．．． 30 第二節 描述性統計分析．．．．．．．．．．．．．．． 37
第三節 研究變項信效度分析．．．．．．．．．．．．．．． 42 第四節 個人屬性差異性分析 ．．．．．．．．．．．．．． 45 第五節 獨立樣本t檢定 ．．．．．．．．．．．．．． 68
第六節 變項間之相關分析．．．．．．．．．．．．．． 70 第七節 變項間之迴歸分析．．．．．．．．．．．．．．． 71 第八節 兩品牌之比較．．．．．．．．．．．．．．． 73 第五章節 結論與建議．．．．．．．．．．．．．．． 74
第一節 研究結論．．．．．．．．．．．．．．． 74
第二節 建議．．．．．．．．．．．．．．．．．．． 76 第三節 研究限制．．．．．．．．．．．．．．． 78
參考文獻．．．．．．．．．．．．．．．．．．．．． 79 中文部分．．．．．．．．．．．．．．．．．．． 80 英文部份．．．．．．．．．．．．．．．．．．． 80
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